Coca-Cola Colonialism

I’m sure, by now, everyone is aware of the Coca-Cola “It’s Beautiful” Super Bowl ad and the batsh*t crazy, racist, xenophobic responses it has garnered. If you haven’t seen the commercial, here you go:

Being the kind of person I am with the friends I have, my Twitter and Facebook feeds have started to fill with the various news stories unmasking the hateful and vitriolic responses to the ad. And I’m glad people are doing that. We should be offended at people spouting hate on the internet and anywhere else. We should act on that feeling of offense and take stands against it in online … but also in our homes, classrooms, and other daily interactions.

From Vagabond Beaumont’s blog post “Occupying Wall Street 1492 – 2011.” Click image to be taken to the post.

But we should also be careful not to jump to Coca-Cola’s defense. Responding to racism, xenophobia, and other craziness is a good thing, but we should not respond in ways that force us into defending a massive corporation and it’s colonization and homogenization of “American” culture. I remain sickened by the the hateful rhetoric spewed by folks who think that “America” is/ought to be white, English-only, etc. … and I am also sickened by mythologizing of “America” and Americanity by corporations, and through media and US policy. I worry that a commercial like this, absent critical discourses questioning it, reinforces a problematic vision of inclusion that leaves untouched the modern/colonial assumptions upon which it is based.

Only by questioning and challenging those assumptions can we begin to eradicate those values, beliefs, epistemologies, and ontologies that authorize the racist vitriol in the first place.